In this episode, you’ll hear from Jake and Cori Orak, the couple behind Ethnotek, a social enterprise that aims to preserve textile cultures by bringing beautiful artisan-made laptop bags and backpacks to a worldwide market. Jake explains how Ethnotek was inspired by the solo motorbike trip he made to the northern highlands of Vietnam where he first encountered the Hmong people and fell in love with the intricate embroidery and rich colors of their traditional textiles. As a designer, Jake’s interest was piqued, and over the next few years he worked on an idea to integrate artisanal designs and hand-made textiles into functional items.
Today, the company works with artisans in Vietnam, India, Indonesia, Guatemala, and Ghana to create striking handcrafted laptop, camera, and travel bags. Their collaboration helps to provide employment for traditional craftspeople and preserve skills that are in danger of dying out due to lack of local demand. Jake’s intention was to create a different and distinctive product, and the uniqueness of his design combined with Ethnotek’s ethical mission, gives him the confidence to set himself apart from the competition and increases his bargaining power in negotiations. He continues to be confident about the future of ethical brands in a post-Covid world, believing that the experience of the pandemic will bring about a change in consumer mindset and lead to an increased demand for brands with ethical and sustainable credentials.
As a couple who work remotely and run a business together, Cori and Jake have learned to create clearly defined roles, set appropriate boundaries, and remind each other that they are on the same team. Together, they have built a bold and beautiful brand, and acquired a loyal group of customers who are proud to be part of the Ethnotek tribe.
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